Key Takeaways
- Samreen Arshad rebrands her makeup line Samreen’s Vanity to Citarë, focusing on South Asian beauty.
- Citarë’s official launch is set for October 7, featuring cultural-inspired packaging and formulations.
- The brand aims for global expansion, targeting retailers like Nordstrom and Harrods while raising funds for growth.
Rebranding with Resilience
Samreen Arshad, founder and makeup artist, is transforming her brand from Samreen’s Vanity to Citarë, reflecting her commitment to her South Asian heritage amidst increasing challenges to diversity and immigration in the U.S. After moving from Pakistan to the United States in 2005 for her studies, Arshad views this rebranding as a testament to resilience. She aims to emphasize the significance of South Asian beauty, recognizing the community’s substantial spending power and influence as one of the fastest-growing minority groups in the country.
Citarë, which translates to “multiple stars” or “constellation” in Urdu and Hindi, signifies the brand’s vision of inclusivity. Arshad has revamped the brand’s identity, with a tagline “Beauty of belonging.” The products will feature culturally inspired packaging designed by henna artist Unnati Shah. Ingredients such as argan oil and Indian gooseberry are part of their natural formulations.
Reflecting on the cultural significance of henna, Arshad stresses the desire for acknowledgment and belonging within the beauty industry. Citarë’s official launch is scheduled for October 7, with an array of products including six shades of their bestselling Dual-Ended Lipstick, alongside new liquid liners and lip glosses priced between $24 to $32. The brand also plans to introduce cheek products in the future, with updated names such as Spiced Chai and Floating Lotus.
To support the rebranding initiative, Arshad raised $229,000, including funds from the crowdfunding platform Wefunder. She collaborated with Forner Studio for creative direction and gathered feedback from a dedicated focus group to ensure the rebrand resonates with the target audience.
Prior to launching Samreen’s Vanity in 2020, Arshad built her reputation as a makeup artist and influencer, attracting around 40,000 followers. She has invested approximately $300,000 of her own funds into the brand and turned down opportunities with QVC and “Shark Tank” to maintain her brand’s unique positioning away from mass-market appeal.
As Citarë aspires to reach wider markets, including Europe and the Middle East, Arshad is in discussions with prestigious retailers like Nordstrom and Harrods. She acknowledges the challenges posed by the current fundraising environment but remains determined to establish a lasting brand, focusing on partnerships that align with its mission.
Arshad plans to engage her audience through storytelling campaigns leading up to the launch, creating a connection to the brand’s identity and vision. “Every step is designed to create emotional resonance and sustained momentum,” she asserts, underscoring her commitment to building a brand that truly reflects the beauty of belonging.
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